New Running Shoes

New Running shoes

I bought new running shoes today. If you examined my old running shoes you might wonder why I needed new shoes. The old shoes looked in near perfect condition – just a little scuffed. If you are not a runner that would be a perfectly normal response.

When I was a child my dad bought me new running shoes whenever my toes were sticking out of my existing running shoes. It didn’t matter that the tread on the bottom was worn down or that pieces of the rubber were torn off – either from natural wear or on purpose. Both shoes had to be exposing my toes to justify replacement. A new pair of running shoes cost $12.

Today my new running shoes plus three pairs of socks (on sale) cost me almost $200.00. I didn’t blink at the price. In fact I never asked the price of the shoes until I got to the cash with my credit card out and ready to pay.

So what are the lessons here?

I bought new shoes because my knees were starting to hurt when I ran.

Pay attention to the signals that things are going wrong. It’s easy to ignore the little changes. Very seldom will you see a Tsunami until it is way too late. Don’t wait for the Tsunami.

When someone really wants something they don’t care about the price. I want to run every week. I do not want to wait until I find shoes on sale.

Pain is a motivator to buy aspirin. Be very clear on the aspirin that you offer to your clients.

Change is uncomfortable. I want not to change. I want to run every week like I have for years. I want to get the same shoes from the same store when I need them. Running once started is a habit. It’s a drug. Feed my drug habit and I will continue to buy from you. No crack user shops around for a better deal.


George Torok
Marketing Speaker
Secrets of Power Marketing

Power Marketing Tip 26: More Channels for more hooks

Power Marketing Tip 26:

More Channels Equals More Hooks

In the five million channel universe how many channels are you broadcasting on? It's a long way from the days of less than a dozen TVchannels broadcasting in black and white to audiences without remote controls. People had to get up from the couch and turn the dial to change channels. It was easy to hold their attention.

To get noticed and reach your market today you need to be sending your message on more than one channel. Not every channel but at least a few.
Some channels of marketing that you might use: direct mail, sponsorship, networking, telemarketing, special events, trade shows, client meetings, info-seminars, award programs, newsletters...

You might promote through the media on TV, Radio or in print. You could advertise or leverage public relations.

You have many choices online. You can choose from websites,blogs, ezines, YouTube, Facebook, Linkedin, Twitter and more.

You don't need to be everywhere. But your clients and prospects need to believe you are everywhere.

Strong relationships
To maintain strong relationships with your clients you need to connect with them on several channels. Why? Because having a multiple channel relationship makes the relationship stronger.

For example: If you talk to people only by email - that is pretty cold and one dimensional. It's very easy to dismiss such a relationship.

Count the hooks
Imagine how difficult it would be to stop doing business with you if you call your client regularly, send him informative newsletters about the industry, sponsor his daughter's soccer team, promote on the local radio station, mail post cards from across the country, contribute to the industry magazine, attend the association convention and are godmother to his youngest son.

Those are a lot of strong hooks.

How many hooks do you need? One strong hook might be okay but why risk it? I suggest that you have at least three strong hooks to hold your clients to you. And have some secondary hooks to sweeten the connection for them. Then they will see you everywhere and keep doing business with you.

George Torok
Power Marketing

Tell me how this marketing tip helps you.
PS: Forward this tip to your associates.
PPS: Thanks for your comments and feedback.

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Author of "To Russia with Fries"
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Video: Bransen on PR

In this video interview with Seth Godin, Virgin CEO Richard Branson talks about the importance of a good PR person to make sure people know about your business.



George Torok

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Power Marketing Tips 25: Be Bolder

Power Presentations Tips 25

Be Bolder

Now is the time to be bolder in your marketing.

Why?

Because many businesses are doing just the opposite. They are cutting back on their marketing and taking a wait and see approach. Some of them are even hiding and dropping out of sight.

By being bold in your marketing you can leapfrog ahead of those cautious folks. This is the lap where you push while they hold back and you will leave them in your dust.

According to Global Trends Expert, Warren Evans, "Most markets will look very different when this recession ends." The lineup of players might look like the whole team got traded.

The last thing you should be doing right now is snoozing.

Be bold. Be daring and take the offense.
Offer more value to your best clients.
Differentiate yourself more clearly.
Take a strong position on a nagging issue in your industry.
Be more vocal and visible in the marketplace.
Be willing to offend your competition and undesirable clients.
Talk about the big elephant in your industry that everyone else is ignoring.
Do the thing that your competition is unwilling to do.

Consider this - the reason we have a recession is to remind people that the way we were doing things wasn't working.

Those who want to survive must change. Those who will win big are those who make drastic changes. There are plenty of naysayers, whiners and profits of doom. Here's your opportunity to be a market leader.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.